Tracksmith, the Boston-based running brand known for its preppy-focused, high-end apparel line, has hired Jared Carver, most recently president and CEO of Converse, as its new CEO, succeeding founder Matt Taylor.
Formerly Puma’s global head of marketing for the running, training, and fitness categories, and a former middle-distance runner at Yale, Taylor launched Tracksmith in 2014 with a focus on reaching amateur yet serious runners and building communities.
The brand launched with men’s apparel and a small collection of bags, and later introduced Meter, a magazine focused on women’s apparel. The brand entered the footwear category in 2022 and today offers three models: everyday trainers, carbon-plated race shoes, and trail shoes, with a max-cushioned shoe set to drop in Spring/Summer 2026.
The company said that Taylor will transition to the role of chief creative officer, focusing on “brand vision, identity and creative direction, while maintaining his seat on Tracksmith’s Board of Directors.”
“Over the last few years, I’ve strategically turned over parts of the day-to-day management and broader business direction to trusted members of my senior leadership team who have been pivotal to our most recent phase of growth,” stated Taylor. “The last piece was bringing in a CEO who could help us achieve the brand’s full potential and allow me to focus on the areas where I thrive. Jared brings great breadth and depth in all business disciplines that we’re fortunate to add to our leadership team as we continue to drive Tracksmith’s growth forward and scale to market demand.”
Carver most recently served as president and CEO of Nike, Inc.’s Converse brand, a position he held for three years before stepping down in July 2025. Before that, he was Converse VP and general manager of North America; VP and general manager of global digital direct; VP strategy; and director of Strategy and Business Development for Converse’s European headquarters. In total, he worked for Converse for 15 years, also including stops at Fanatics, One7 LLC, L.E.K. Consulting, and Digitas.
“I’m honored to join a brand so deeply rooted in running heritage, with such an exciting future. I have a passion for mission-driven brands, and Tracksmith sits squarely in that space,” said Carver. “As a Bostonian and a runner who draws inspiration from New England’s rich beauty, joining the Tracksmith family presents an opportunity to work alongside a very talented team and build on the massive momentum Matt has built over the past decade. Every day we get to work on inspiring people to go outside and run; there’s nothing better than that.”
Tracksmith said that its growth has benefited from a “robust e-commerce presence complemented by its retail footprint spanning two continents.”
Beyond expanding its footwear offering, Tracksmith was primarily focused on women’s running. In 2025, the brand launched Tracksmith Stamata, a dedicated women’s marathon team founded to support female runners seeking to qualify for the 2028 U.S. Olympic Marathon Trials. Led by 8-time Olympic Trials qualifier Stephanie Bruce, the team focuses on achieving the 2:37:00 qualifying standard.
Tracksmith also intends to expand its retail presence and build on its recent entry into wholesale selling.
Tracksmith owns and operates three “Trackhouse” stores, one each in London, Boston and Brooklyn, that are also designed to support local running communities, Tracksmith wholesale selling website platform lists roughly 40 U.S. retailers, including Fleet Feet, Gazelle Sports, PR Run & Walk, Bryn Mawr Running and Marathon Sports, as well as several international wholesale accounts in the UK, Canada, Australia, New Zealand, and Mexico.
Images courtesy Tracksmith
